Amazon Australia arrives as shoppers eye Christmas bargains

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Gartner research analyst Thomas O'Connor said that Amazon may not be able to provide all the products at a cheap price but would provide special discounts on some goods, and force existing Australian retailers to innovate to keep the customers loyal.

Amazon said it expects to launch Prime shipping benefits in Australia in mid-2018.

It's a huge moment for Australian retail, and one of the most anticipated launches of the year, after Amazon confirmed in April 2017 it would expand its operations in Australia.

One of the biggest things to happen to Australia's retail sector, Amazon's website has switched over from a Kindle Store presence to its fully fledged Amazon.com.au, with millions of products now ready for eager Christmas shoppers across more than 20 categories.

Products on offer at Amazon's Australian website include millions offered by well-known Australian brands, as well as small and medium-sized Australian businesses selling on Amazon Marketplace.

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Amazon will offer free delivery to customers that purchase its own devices on orders above $49, and will have one-day delivery in some areas.

Customers buying products online from Amazon will have their goods shipped to them from the "fulfilment centre" located at Dandenong South in Melbourne's east, set up earlier this year.

"There is a massive opportunity for a differentiated experience".

Amazon Australia has confirmed it will officially launch today, ending weeks of speculation over whether it would hit the go button before Christmas.

"The result will be an ever-improving customer experience driven by the regular introduction of new products and services that we hope customers will love".

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The site will also give users access to Prime Video, Amazon's answer to Netflix. But an inside news by some industry experts says that the U.S. giant will officially start local operation tomorrow.

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